Innovators

Jenny White

Moms really do it all.

Among them, known for taking on athletic competition with ease, raising three curious and rambunctious children, running a bicycle shop, and coordinating activities and social supports for other moms, is Jenny White. And although she may not find a lot of free time in her schedule, White never loses track of reaching out to other moms, especially new ones, with her company Moms in Tow.

White began the Moms in Tow website in October 2010, soon after she and her husband Brad, a professional cyclist and owner of Velo City Cycles in Holland, celebrated the birth of their first child.

"I thought it would be fun to find other moms, and kids, who like to go on walks, runs, hikes, etc." she said. "And being a new mom, I was introduced to so many new local businesses that I had never heard of."

The main goal of MiT, White said, is to encourage moms to be healthy, active and connected to other moms, which is not always easy.

"Being a mom—especially a brand new mom—can often be a little isolating." White said. "We really want to get moms connected with other moms in the area."

Many of the activities and events promote health and movement.

"Whether it's a walking group or a hiking group, we want to encourage moms to get out and be active. Not only do we want to get moms connected to other moms, we also want to connect moms to great local businesses throughout West Michigan."

The annual MiT membership of $37 affords members discounts at over 130 partnering West Michigan businesses and invitations to all the activities White and her network have scouted out. The businesses that have partnered with MiT, White said, have been very excited to do so, and understand that mothers make up an important demographic they should be more visible to.

The same love of healthy lifestyles and group activity runs through Velo City Cycles, too. The Whites try to promote and encourage cycling among all age groups and have recently started a monthly "Ice Cream Ride." All ages of cyclists attend the 4-mile ride and then share ice cream afterwards. With cyclocross season approaching, the Whites have planned some skills training clinics and workshops at Velo City. The shop also hosts weekly rides for more serious cyclists, with their Tuesday Night Bike Ride seeing anywhere from 40 to 80 people.

"It's awesome seeing so many cyclists on the roads in Holland," White said. "We split up into hot, medium and mild groups, so there is a speed/group for everyone."

Cycling is a big part of the White family, and Jenny tries to instill that same passion in younger cyclists through MiT events.

"Moms in Tow has organized a number of kids bike races and events, and we have little Strider Bikes and set up a little bike course for kids to test out their legs on balance bikes," she said. "In my opinion, there is so much joy in seeing little ones riding bikes."

Making West Michigan mothers realize their true super powered hero within is a busy job, and White knows when to rely on others. The expansion of MiT has been helped tremendously by Lindsay Buckingham, in Kalamazoo, Melanie Beckman, in Holland, and a soon to be appointed lead organizer in Grand Rapids. All MiT members are encouraged to post activities on the website calendar and RSVP for events to keep the project going and growing.

For many moms, a perfect day might start out with a relaxing cup of coffee, or breakfast in bed, followed by a leisurely day of motherhood. For Jenny White, the tires are on the ground and shoes clipped in as soon as the alarm goes off. Moms, meet Jenny.
 
You can learn more about White's projects at momsintow.com and www.velo-citycycles.com.

Matthew Russell is the project editor of UIX Grand Rapids